How was 2020 for your agency? What are the significant projects and activities that your agency has implemented during this year that is coming to an end?

Behind us is probably the most unusual year of our lives, and certainly of Señor's history. Dealing with the challenges of remote work and an uncertain business environment, the focus was to make up for projects lost during the lockdown to maintain working conditions, salaries, avoid cuts and even hire new colleagues - this is perhaps the biggest success this year, we know how many agencies have coped with this challenge.

This was an opportunity to show that to us people really come first, not just declaratively. It wasn’t the only success either - no matter what, the year was both creatively and festival-wise successful; we continued our long-term successful cooperation with Iskon with repositioning - a new slogan and platform Iskrenovci, we expanded the portfolio of clients (and brands) with a contract with Hrvatski Telekom, we continued the platform for Wiener osiguranje which is especially dear to me by expanding it with Carefree sweatshirts - something you will have the opportunity to hear a lot more in the future, cooperation with the Supernova group resulted in repositioning and new identities of Branimir and Kaptol Centar, we created packaging and communication for Jamnica and launched a new drink - Jamnica Botanica, and one of the biggest projects that marked the year was the campaign #firsttime for Zagrebačka banka - it does not happen every day that the bank, instead of talking about itself and its products and services, stands in the service of the most endangered and helps them in this unusual situation. Confirmation of success came at the IdejaX and Effie competitions, as well as great success at the biennial The Exhibition of Croatian Design, where we again won the Award for Best Design in Digital Media. We were equally active in blog news, participation in festivals, lectures, media appearances… Incredible circumstances despite - business as usual.

How do you evaluate this business year in the communications industry market? What are the most significant business temptations you have encountered this business year?

The year was certainly challenging, not only in our industry. In a situation where brands (and manufacturers) literally don’t know what the next day carries, let alone a quarter, it’s impossible to expect things to function normally. The pandemic disrupted the dynamics, the number of ordered jobs and all plans.

At Señor, we have built a stable and sustainable business model, we plan months in advance and we are not forced to work under any conditions. Large and stable clients provided liquidity, and for smaller clients, whose business was significantly affected by the pandemic, we tried to help with longer payment deadlines.

It is important that both parties consider ways to help their partners within their means. Although the business stopped almost completely at times, while the world was still holding its breath, it was time to think about how to enter the market in very changed conditions - in moments like this, crisis communication can really mean the difference between life and death.

What are your suggestions and recommendations for improving the conditions in which marketing communication agencies operate? List the three most important factors in improving the position of communication agencies in the current economic environment.

RELEVANCE

I will not say that the crisis is an opportunity, I find it a little out of place and cruel, to communicate like that in moments when many around us are struggling to survive (some literally)! But what I think is good is that this situation will accelerate the extinction of irrelevant, one-sided, display advertising and put the emphasis on communication that benefits its audience. A large global survey showed that in times of crisis, consumers, as many as 78 %, expect brands to help them in everyday life, and only 30 % expect discounts and promotions. This should be written in capital letters on every brand manager’s desktop before starting to write a brief to their creative agency. In light of this, the #firsttime campaign for Zagrebačka banka is indeed an important example of a market leader.

QUALITY

The earthquake, pandemic and (self) isolation turned the focus introspectively, inwards, probably to each of us, including Señor. That is why we decided next year, while maintaining good business results and quality of work, to pay more attention to improving the process, working on personal and organizational goals. Señor had always had ambience that has encouraged the thinking and constructive suggestions of our colleagues to improve the environment and the products we create. By setting their own goals, everyone can help steer the organization and increase personal and team motivation to be the best for ourselves, and consequently, the partners we work with.

For us, this is not something new, it is Señor's long-term policy which, I believe, was crucial to help us cope and overcome the crisis with as few problems as possible. However, it is inconceivable without the third factor - CONSISTENCY in the set standards, which is too often a forgotten ingredient in the Balkan business mix.

What are your expectations for 2021 in terms of business conditions in the market communications industry? Do you have any significant plans for next year that you can present to the public?

This crisis has shown us once again that economic growth and development are inseparable from the well-being of the people - I am skeptical, but the hope remains that we can still learn some lessons. The situation will be equally uncertain for at least some time to come, and brands will probably work on ad hoc solutions with it, which is understandable, but I'm not sure if it's the smartest way in the long run. Knowing how to seize opportunities is a virtue, but once the situation stabilizes, all efforts should have a common denominator. Despair never smells appealing.

Given that this year, after the summer easing of epidemiological tensions, the autumn activity erupted sharply, we started a large number of projects, some of which are already out, and a good part the audience will see at the beginning of the year.

Also, we will implement several socially relevant projects that care about mental health and gender equality, topics that are always extremely important to us. To paraphrase Churchill, if the goal is not a better and more just society, then what’s the point of victory over the covid.

Wish something to your customers and all future advertisers in 2021

Instead of congratulations, we have already invited our clients, partners and colleagues to our traditional summer get-together - Intimno ruženje 2021 with the HOPE that we will soon be able to hang out and work live. Hope and togetherness are all we need these days.

The interview was originally published on the Advertiser Serbia portal.